If the idea of social media makes you break out in hives—or you’re convinced only extroverts can build a loyal reader base online—you’re about to meet your new favorite marketing mentor. Shelby Leigh is a bestselling poet, social media coach, and all-around champion for authors—including us romance authors!—who’d rather be writing than posting. But more than that, she’s living proof that you don’t have to be loud, flashy, or even use your real name at first to find your audience and sell your books.
From anonymous poet to social media powerhouse
Shelby’s journey started in 2016, long before BookTok was a thing. She self-published her first poetry book as a total introvert—so introverted, in fact, that she didn’t even put her name on her early work! (She learned the hard way about copyright and having your work stolen, but she’ll be the first to laugh about it now.)
What began as anonymous posts grew into a thriving community, thanks to her willingness to experiment with Instagram and, later, TikTok. Shelby’s marketing wasn’t about perfection—it was about showing up, sharing her story, and connecting with readers one post at a time. Her success led to traditional publishing offers, but she still loves the freedom and creativity of self-publishing. Today, she’s a hybrid author, always experimenting and sharing what works (and what doesn’t) with her audience.
A teacher at heart—making marketing accessible
A few years into her author journey, Shelby realized she wanted to help other writers skip the overwhelm and confusion she faced. Enter Marketing by Shelby: a suite of affordable, actionable courses and guides that have helped over 8,000 authors and creatives grow their platforms.
Shelby’s mission? Make marketing accessible, educational, and—most importantly—doable for introverts, busy parents, and anyone who’d rather be writing than fussing over hashtags.
Shelby’s social media philosophy: Connection Over Perfection
Shelby’s approach to Instagram and TikTok is refreshingly low-pressure. She’s all about:
- Using Instagram Stories for casual, behind-the-scenes updates (think: “here’s my messy desk” or “today’s word count win!”)
- Setting up your author profile so new readers know exactly what you write and why they’ll love it
- Pinning strategic posts (about you, your newest release, or a reader magnet) to the top of your feed
- Doing a little keyword research—not just for hashtags, but to see what real readers are talking about in your sub-genre
She’s a big fan of starting small and iterating. “If you’re new to video, try a 5–10 second reel. See what hooks people, then build from there!” Shelby encourages authors to reuse what works, tweak what doesn’t, and never be afraid to experiment.
Data without the drama
Not a numbers person? Shelby’s got you. She believes you don’t have to be a data nerd to succeed—just pay attention to what’s getting views and engagement. Instagram will even nudge you when a reel is outperforming your others, making it easy to double down on what works.
And if you’re AI-curious? Shelby suggests using tools like ChatGPT for brainstorming ideas or analyzing your analytics, but always reminds authors: “You know your book best. Use AI for inspiration, but make sure your posts sound like you.”
Pinterest, launches, and influencers—Shelby’s take
Shelby’s not just about Instagram. She’s a big fan of Pinterest as a search engine for book lovers, especially if you blog or offer freebies. Her advice? Use Pinterest to drive traffic to your site or email list, and always do a little keyword research to see what readers are searching for.
When it comes to book launches, Shelby’s golden rule is: start earlier than you think. Three to six months is ideal, but don’t let a “bad” launch stop you—her first book sold just two copies in its first week, and now it’s sold over 7,000!
As for influencer marketing? Shelby suggests starting with micro-influencers who genuinely love your genre, but warns not to blow your budget on big names with little ROI. And those Instagram “follow trains”? She’s not a fan—organic engagement and genuine connections win every time.
Shelby’s secret sauce: templates, community, and cheerleading
If you’re tired of staring at a blank content calendar, Shelby’s Social Media Suite is a game-changer—monthly folders packed with ready-to-personalize templates and captions, designed just for authors. For those who want more hands-on support, her Creatives Content Club offers direct feedback, brainstorming, and a supportive community.
Shelby’s vibe is all about encouragement, clarity, and practical shortcuts. She wants you to spend less time stressing over social media and more time writing the stories only you can tell.
Is Shelby right for you?
Shelby might be your perfect match if:
- You’re an introvert or new to marketing and want a friendly, non-judgmental guide
- You love actionable tips and templates over theory-heavy lectures
- You want to grow your audience without sacrificing your writing time (or sanity)
- You value someone who’s been there, made mistakes, and is happy to share what actually works
She might not be the right fit if:
- You’re looking for a “go viral overnight” formula
- You want to outsource all your marketing without learning the basics
- You’re not willing to experiment and tweak your approach
Get Shelby’s freebie!
Ready to make social media work for you (and actually enjoy it)?
Download Shelby’s Free Social Media Content Pack for Creatives. (This is a partner link so Shelby will know you came from Swoonworthy Services!)